Email Newsletters Fundraising Best Practices These training materials have been prepared by...
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Email Newsletters Fundraising Fundraising Best Practices Best Practices These training materials have been prepared by Aspiration.
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Transcript of Email Newsletters Fundraising Best Practices These training materials have been prepared by...
Email Newsletters
Fundraising Fundraising Best PracticesBest Practices
These training materials have been prepared by Aspiration.
www.aspirationtech.org/training
Who is Aspiration?Who is Aspiration?
Aspiration helps nonprofits and Aspiration helps nonprofits and foundations use software tools more foundations use software tools more effectively and sustainably.effectively and sustainably.
We serve as We serve as ally, coach, strategist, ally, coach, strategist, mentor mentor andand facilitator facilitator to those trying to to those trying to make more impactful use of information make more impactful use of information technology in their social change efforts.technology in their social change efforts.
www.aspirationtech.org/serviceswww.aspirationtech.org/services
www.aspirationtech.org/training
AgendaAgenda
Review the basics of creating an email Review the basics of creating an email blast or email newsletterblast or email newsletter
Go over email composition and design Go over email composition and design suggestionssuggestions
Look at email fundraising emails from Look at email fundraising emails from other nonprofitsother nonprofits
Most importantly, answer your questionsMost importantly, answer your questions
www.aspirationtech.org/training
Why Use An Email Why Use An Email Blaster?Blaster?
Legitimacy (vs. Legitimacy (vs. Spam)BCCing Spam)BCCing more than a few more than a few dozen people = dozen people = SpamSpam
List ManagementList Management
www.aspirationtech.org/training
Why Use An Email Why Use An Email Blaster?Blaster?
Professional Professional AppearanceAppearance
(Relatively) easy email design tools without needing to know HTML
AnalyticsAnalytics
Information about what happened after you sent the email
www.aspirationtech.org/training
Which Email Blasting Tool Which Email Blasting Tool Should I use?Should I use?
Blasting Service Cost Considerations
Vertical Response Nonprofits: Free up to 10,000 emails/month
Email editor can be quirky; Salesforce integration
Mail ChimpAnyone: Free up to 2,000 list members & 12,000 emails/month
Beautiful User Interface; Sometimes tries to be smarter than you
Constant ContactNonprofits: Staggered starting at $14/month for 0-500 emails
Has highest spam rating; Drupal integration
My Emma Setup fee: $249Monthly fee: $132 for 25,000 contacts
May be best value for larger lists
www.aspirationtech.org/training
ConsiderationsConsiderations
Can take a large amount of time to Can take a large amount of time to constructconstruct
Consistent pace is key Consistent pace is key
1998 HTML knowledge is very helpful1998 HTML knowledge is very helpful
Make sure that you have a goal to Make sure that you have a goal to determine whether your rate of email determine whether your rate of email blasting is worth the effortblasting is worth the effort
www.aspirationtech.org/training
Email CompositionEmail Composition
Key premise: you have minimal time Key premise: you have minimal time to engage readerto engage reader
Think in terms of Subject line and 3 Think in terms of Subject line and 3 main pointsmain points
State the problem
State your solution
State ways to get involved
www.aspirationtech.org/training
Email CompositionEmail Composition
Design for Clear MessagingDesign for Clear MessagingKnow what you want your user to learn and do
Keep Tone Casual and PersonalKeep Tone Casual and PersonalModel as “friend talking with a friend”
Design for SkimmingDesign for SkimmingSubject line is critical
Information should be easily accessible
www.aspirationtech.org/training
Email CompositionEmail Composition
Simplicity is GoldenSimplicity is GoldenMax 3-4 colors
Use 1 to 2 font styles
REFRAIN FROM ALL CAPSREFRAIN FROM ALL CAPS
Use space and headers to break up Use space and headers to break up paragraphsparagraphs
www.aspirationtech.org/training
Email CompositionEmail Composition
Graphics and ImagesGraphics and ImagesMake sure images have defined width and Make sure images have defined width and heightheight
Don't rely on images for messageDon't rely on images for messageMany people don't load imagesMany people don't load images
Add a meaningful ALT tag to your imageAdd a meaningful ALT tag to your image What appears when image doesn't load?What appears when image doesn't load?
www.aspirationtech.org/training
Email Fundraising AsksEmail Fundraising Asks
““The Ask” refers to what action you The Ask” refers to what action you want your recipients to takewant your recipients to take
Make it easy to see Make it easy to see Make it specific
Repeat several times in different places
Use a sidebar and graphics Give multiple options and methods for
people to take action and participate
www.aspirationtech.org/training
Composition Best Composition Best PracticesPractices
The Ask
in the text
AskPulled
Out
The Ask
repeated
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Email Fundraising AsksEmail Fundraising Asks
Communicate how $$$ will translate Communicate how $$$ will translate into resultsinto results
Emphasize a sense of joining a Emphasize a sense of joining a communitycommunity
Join us...
Stand in solidarity, wear our shirt
If everyone can give 10.00, we can...
www.aspirationtech.org/training
Email Fundraising AsksEmail Fundraising Asks
Make your Fundraising asks early and Make your Fundraising asks early and oftenoften
Set goals early, and openlySet goals early, and openly
Give updates to how you are Give updates to how you are achieving those goalsachieving those goals
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Fundraising AsksFundraising Asks
Giving TuesdayGiving Tuesday
Join UsJoin Us
Spread the WordSpread the Word
www.aspirationtech.org/training
Fundraising EmailsFundraising Emails
““We love you We love you and want to and want to move our move our relationship to relationship to the next level”the next level”
www.aspirationtech.org/training
Delivery FrequencyDelivery Frequency
$$$ campaigns can be more frequent$$$ campaigns can be more frequentSome campaigns do every day a week
BUT remove folks who already donatedBUT remove folks who already donated
General Rule: 3 times a year + special General Rule: 3 times a year + special occasionsoccasions
Piggy back and connect to other Piggy back and connect to other events/causes (tax deadlines, events/causes (tax deadlines, #givingtuesday)#givingtuesday)
www.aspirationtech.org/training
SummarySummary
Use an email blaster for legitimacy.Use an email blaster for legitimacy.
Design for skimming.Design for skimming.
State your ask early and often.State your ask early and often.
Connect how donations will support the Connect how donations will support the work in tangible ways.work in tangible ways.
Plan out increased asks for end of year Plan out increased asks for end of year tax deadlines and holiday giving.tax deadlines and holiday giving.
Keep in mind the people who already Keep in mind the people who already give.give.
www.aspirationtech.org/training
Thank You!Thank You!
Questions?Questions?
Comments?Comments?
Use, Modify & Attribute
www.aspirationtech.org/attribwww.aspirationtech.org/attributeute
Aspiration distributes these materials under a Creative Commons Attribution-ShareAlike license.
We encourage re-use, modification, and re-distribution in any situation where they may be useful.
We love to hear about how you are improving and remixing what we've done.
Questions? Email us [email protected]
Contact Us
aspirationtech.org/training/aspirationtech.org/training/supportsupport
[email protected]@aspirationtech.org
+1-415-839-6456+1-415-839-6456
